Awards 2015 case study: Best corporate decision-maker-targeted campaign – Mitie

Learn how facilities management company Mitie generated a 3.5 x increase in average contract value though a brand-transforming C-suite engagement campaign

 

Overview

Facilities service provider Mitie realised that in order to remain profitable in the long term, it had to become a complete workplace services provider. In order to move up the value chain, it launched a campaign entitled the 'Executive Relationship Programme' (ERP) to directly target c-level executives and influence their strategies and create new business opportunities.

The campaign, with objectives including changing Mitie's perception from commodity supplier to thought leader, and building awareness of Mitie's complete services offering, used a mixture of face-to-face events, thought leadership, direct marketing, social media and conventional media.

The campaign was a complete success, generating a high number of new business opportunities and increasing the average contract value signed by clients who took part in the programme. 

"This programme has totally changed the perception of Mitie among its senior client audience"

David Noel, sales and marketing director, Mitie Facilities Management 

A look inside

Category name: Best corporate decision-maker-targeted campaign 

Programme name: Executive relationship programme 

Agency: The Marketing Doctors 

Client: Mitie Facilities Management